Hedonism and opinion leadership influence on consumer behavior in the context of first-class flights from short videos on social media

Abstract

Short videos have become an important driving force of social media. This study aims to understand how the perception of luxury goods, their associated brand experience and purchase intentions are affected by hedonism and social media influencers via social media videos. This research collects 383 samples from Mainland China using an online survey. The data are analyzed using structural equation modeling (SEM). The results indicate hedonism and influencer leadership directly and indirectly influence purchase intentions. The results show that more hedonic consumers or consumers who believe in influencers are more likely to have a positive first-class flight experience. This study also confirmed that brand experience and perceived luxury provide a mediating role on virtual world content. The findings offer new knowledge to researchers and industry in the luxury tourism context. Finally, theoretical and managerial implications are provided.